Dragons’ Den Tracker

The Pitch

Stuart Ingram walked into the Den in 2018 with a scottish heritage gin. They were asking for £80,000 in exchange for 10% of the business.

The pitch landed well enough in the Den that at least one Dragon decided to back it.

The Deal

A deal was struck on the show. Peter Jones offered £80,000 for 10%, and Stuart Ingram accepted.

It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.

What Happened After the Show

House Of Elrick is one of those Den stories that actually lasted. Having appeared on the show back in 2018, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is House Of Elrick Still in Business?

Yes. House Of Elrick appears to still be trading. Companies House records confirm the business is currently active.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Tickle Tots, Playbrush, Gravity Life. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Peter Jones Wants More Than Just The Business | Dragons' Den